Work DEPARTMENT OF FOREIGN AFFAIRS AND TRADE – EXPO 2020 DUBAI

Deliverables
  • Stakeholder research
  • Corporate communications
  • PR strategy
  • Channel planning
  • Branding and graphic design
  • Creative production
  • Sponsor and ambassador recruitment
  • Website design
  • App requirements and scoping
Overview

A journey into the heart of Australia 

In mid-2018, Icon Agency along with our partner agency Acorn Strategy, were appointed to run Australia’s national marketing and communications for Australia’s participation in the world’s largest trade and tourism expo, Expo 2020 Dubai.

The 2.5-year contract was one of the largest PR accounts awarded by the Federal Government in 2018.

 
Background

Australia on the world stage

Icon’s brief was ambitious and comprehensive: to plan and implement an integrated communications and PR program that positions Australia as one of the leading pavilions in the hearts and minds of Expo visitors, organisers, media and the public. 
 

Challenges

Connecting minds, creating the future

Our strategy centres on a progressive build-up of activity and excitement leading to the opening of Expo in October 2020. In 2019, the focus will be on building domestic broad awareness of Australia’s involvement in Expo and supporting Expo partners (particularly state government departments and corporates) through concerted marketing and communications activities.

As Expo gets closer the focus shifts to Dubai and the Middle East, with intensive PR, digital, social media, content and events forming the backbone of an integrated, multi-channel program. 

Solution

Australia – culturally diverse, technologically sophisticated

For this exciting project, Icon’s solution to planning and implementing the PR and marketing program for Expo 2020 Dubai features extensive research and consultation (Australia and Dubai) to establish an evidence base for the strategy, alongside a detailed two-year strategic plan and a roadmap for implementation.

This is underpinned by key message and narrative development, media and issues management and website, social media and app channel build.

Expo 2020 Dubai opens October 2020.

See media release